After BMW Group merged the Mini brand with its X1 platform to develop the Countryman, Mini has completely struggled to reclaim its position in the market.
And since it can’t be helped, especially with the continued dominance of SUVs in the industry, Mini wants to do whatever it could to stay relevant – even if it means churning “non-mini” models for consumers.
In a recent interview with Automotive News during a Formula E race, BMW Group sales chief Pieter Nota shared that Mini is working on a strategy to turn around its US sales figures by offering bigger cars to Americans.
“That’s a growing segment,” said Nota. “Without revealing anything, we will see growth in that segment.”
And it looks like it’s not a totally a bad idea according to experts.
Jeff Schuster, president of global forecasting at LMC Automotive shared his thoughts about Nota’s recent comments.
“You see virtually every brand, including the super premiums, moving into these types of vehicles,” he said. And while “there is a core buyer for Mini, that group is not growing. So, moving into this segment could attract new buyers.”
But aside from releasing crossovers, the brand is also believed to be expanding its portfolio to electric vehicles and performance cars. The performance cars are said to become part of Mini’s sub-portfolio, John Cooper Works.
“We are optimistic that with the new models that will come, including the Mini Electric, but also John Cooper Works, we can see as healthy future for the Mini brand in the U.S.,” said Nota.
Keep Reading: Related Posts
Any information provided on this Website is for informational purposes only and is not intended to replace consultation with a professional mechanic. The accuracy and timeliness of the information may change from the time of publication.
